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Veikkaus, Finland’s state-owned gambling operator, has continued to restructure its internal organisation in preparation for the country’s newly liberalised gambling market, which will open on 1 July 2027.
The reshuffle aims to strengthen the company’s competitive capabilities amid evolving market conditions.
The latest round of changes, announced on Wednesday, includes 15 existing roles being terminating, and 17 new positions established. These will impact several of its units, including the Data & AI department, two business units and finance teams.
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It is very common among the different profiles identified to refer to regulatory bodies, such as the National Advertising Self-Regulation Council and SIGAP (Brazil’s betting management system). They also speak of responsible gaming in a generic way. In many cases, this is associated with illegal operators and potentially irregular advertising practices.
In this context, the regulations developed to protect players begin to function as a means of legitimisation, with illegal operators even using the term “authorised” in their communication and the “.bet” extension in their domain, which is intended only for licensed operators.
According to the governance policies of Meta, the owner of Instagram, gambling platforms can use programmatic advertising services and branded content, provided they receive authorisation from the platform. They cannot target content to individuals under 18 or territories where gambling is not regulated.
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But Playtech has claimed that the Spectrum report, which is now publicly available, was unable “to confirm or refute” some of Black Cube’s claims, “as Evolution failed to provide Spectrum with significant information it had requested”.
Evolution declined to provide a comment on the update.
Notably, Spectrum said within its report that it did not believe Evolution had engaged in any illegal practices. It also refuted allegations concerning cash payments and the use of Evolution’s games in sanctioned countries.
